In the ad, a hydraulic press crushes, among other things, musical instruments and cultural production equipment. Representatives of the cultural sector have felt that it belittles their work.
A representative of the technology giant Apple has apologized for the company’s recent advertisement.
An ad that attracted a lot of criticism introduces Apple’s new tablet computer, the iPad Pro.
In the ad the powerful hydraulic press destroys, for example, musical instruments, an editing station, gaming machines and, for example, an Angry Birds bird.
When Präss rises up, Apple’s new tablet is revealed under it. The purpose of the ad is to tell you what you can do with the new tablet.
When Apple introduced the new iPad Pro on Tuesday, showed it right after the ad various examples of how the iPad can be used for e.g. making videos and music.
Despite this, several cultural professionals criticized the ad.
Actor Hugh Grant wrote on the messaging service X that Silicon Valley, where tech giants like Apple have their headquarters, wants to destroy the entire “human experience”.
Film director Justine Bateman asked in turn why Apple wants to crush the arts.
Apple initially did not comment on the ad, but is now apologizing.
In a press release sent to Ad Age, Apple’s director of marketing Tor Myhren says that at the core of Apple’s operations is the promotion of actors in the creative industry.
– Our goal is always to be happy about the many ways in which iPad users express themselves and realize their ideas. There was a rant with this video, and we apologize, Myhren said.